Cotton On’s controversial change room feature divides Aussies
'It feels like a threat,' one shopper said.
A small but controversial addition to a change room door has split Australians down the middle as some label it "scary" while others say they "love the idea".
A young woman shopping in the Cotton On Body store on Pitt Street in Sydney was shocked to find a round hole cut into her change room door, with a hatch covering the hole reading, "Want us to take a peek?". "What is this Cotton On?" she exclaimed while covering her mouth in terror.
The fitting room design feature has been rolled out in certain stand-alone Cotton On Body stores across the country, with Cotton On telling Yahoo News Australia it is meant to be there to "support" customers in finding their "perfect fit".
Over one million people have seen the video of the change room since it was found and a heated debate has been going on between those for and those against the feature.
"I love this idea. This is perfect when showing other people your outfit! I had to try bathing suits the other day and this would've been perfect instead of going outside of the room!" one supporter said.
"It’s so good if you’re shopping with a friend and don’t wanna open the whole door," another added.
Naysayers disagreed with the supporters though, calling the peephole threatening and "scary".
"It feels like a threat," said one. "This is so scary, what?" another said.
"The theory was good. But the final draft needed to be re-vetted," a third reasoned.
Cotton On says feature is lockable from the inside
Despite concerns from many, Cotton On has assured Yahoo the design feature is "lockable from the customer side" and maintains privacy. "This feature allows customers to easily discuss product options and sizing with Cotton On Body team members while maintaining their privacy," they said.
"We’re continually listening to feedback to help us deliver an incredible shopping experience for our customer."
Cotton On worker touched by kind 'fairy' spreading holiday spirit
Aussies stunned by 'misleading' chocolate packaging discovery
Why this photo of a Stockland car park has sparked fury among shoppers
Change room design more important than some may think
While this change room feature may not be a favourite for all, it was developed with the hope of helping customers — a point of view Professor of Marketing and Consumer psychology at Macquarie University, Jana Bowden says is crucial.
Recently, fitting rooms were in the limelight for all the wrong reasons after a Sportsgirl change room was slammed for being left in a "disgraceful" state, covered in stains and dust.
Bowden told Yahoo at the time how dressing rooms are a "core part of the brand image" and "can make or break the customer's decision to buy" one of their products.
"So many change rooms are designed without the customer in mind— the mind boggles," she said.
Do you have a story tip? Email: newsroomau@yahoonews.com.
You can also follow us on Facebook, Instagram, TikTok, Twitter and YouTube.
